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If you don't like our parking charges, shop in Swindon.
That was the shocking comment made by Cotswold District Council leader Julie Girling in a letter to one disgusted resident this month.
In a further twist, the letter was sent under the name of CDC chief executive Bob Austin - who was actually on holiday at the time and unaware that his name was being used.
Now furious traders, who say the 'extortionate' tariffs are already wrecking their livelihoods, are calling for Tory Cllr Girling to resign.
Peter Stringfellow, who runs Crocodile in The Woolmarket and is the senior retailer on Cirencester Chamber of Commerce, said: "I think she ought to go. I really think it's disgraceful.
"I want to question her loyalty to the district, which she's governing. The policy is potentially disastrous."
The fury erupted earlier this week when Coln St Aldwyns resident Martin Bellamy wrote to the Standard to complain about a letter he had received from the council.
Mr Bellamy had written to CDC chairman Sue Jepson about a number of issues in the district and criticised the increased parking charges in Cirencester.
He also pointed out that it was free in some parts of Swindon.
But the reply, which the council admitted had been put together by various officers and Cllr Girling, contained a comment from the leader, which said: "I am sorry you no longer wish to shop in Cirencester. If parking at Swindon Borders (a shopping centre) is free as you say, then it would be sensible to take advantage if it offers you the shops you need."
The comment provoked an immediate backlash from the business community, which is furious at the leader's attitude.
Clive Lewis, chairman of the Cirencester for Business networking group, said: "It gives me the impression that the council is being managed on short-term goals - keep the council tax bill down to the detriment of the long-term prosperity of the area."
Cirencester Chamber of Commerce president Mark Harris, who had a meeting with Cllr Girling and Lynden Stowe (cabinet member responsible for parking) last week, said: "I have been having a constructive dialogue with CDC about the parking.
"If this comment came from Julie Girling, it was rather inelegantly put - it's not diplomatic."
While Teresa Francis, who is chairman of Tetbury Chamber of Commerce, which has also been hit by the charges, said: "Has she got a hate thing for the Cotswolds? Is she trying to destroy it?
"She's a Conservative and should be supporting small businesses but she's doing totally the opposite. She should resign really."
The parking charges, which were introduced without prior consultation by the Tories earlier this year, have been widely condemned.
Businesses in Cirencester and Tetbury say trade has slumped dramatically since the new tariffs came into force on April 1.
The charges have led to congestion in residential streets, as people seek alternative places to park.
And town centre workers have also complained the charges, which have more than doubled in most cases, are making it difficult for them to do their jobs because of the amount they are forced to pay on parking each week.
Cllr Girling, who represents the ward furthest away from Cirencester in the district, Campden-Vale, was on holiday and unavailable for comment this week.
But Campden-Vale colleague Cllr Stowe defended her position and pointed out that it was not unusual for replies to go out in the name of the chief executive.
He also said that 'constructive' discussions with Cirencester Chamber of Commerce on parking would continue.
He said: "The point the leader was making was that everyone can choose where they wish to shop and the cost of parking might be one issue to be considered. The cost of travelling to a more distant shopping centre and the range of goods to be purchased would be another.
"This was a reply to a specific point raised by a member of the public and should not be taken as the council's general view.
"Clearly, we would like to see as many people as possible shopping in our market towns and using our car parks."
When asked about calls for Cllr Girling's resignation, he said: "I think this is being blown out of all proportion and the comments are being misinterpreted."
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